Due to retail and online slot players having omnichannel marketing opportunities, Veikkaus establishing an in-house technology business could bring another competitive advantage.
"These slot machines will become an important marketing channel for the relevant games, and the licensed companies of Veikkaus will also gain significant competitive advantages," said Vähänen.
"Monopoly enterprises should not offer the same games as online licensed enterprises."
The partner at the Finnish Gambling Consultant firm (FGC), Vähänen, advises not to let Veikkaus monopolize horse race betting and digital instant-win games, believing there is no credible reason to place these games under national control.
"According to the proposed law, the monopoly will primarily target product categories that rarely or never cause gambling problems. Only physical casinos and slot machine operations are exceptions to this," he said.
"The claim that lottery games should fall under the monopoly is not convincing."
Previously, Vähänen suggested that the Finnish government should sell its ownership of the Veikkaus monopoly. The Ministry of Finance would establish a new regulatory body for the re-regulated market, Vähänen believes that this dual role as both operator and authority could create a conflict of interest.
